The famous and annoying catch cry, “down, down” and the big red finger might actually carry far greater symbolism for Coles and their reputation than they realise. As the brand becomes more elastic and focuses on ‘stretch, stretch how far can we stretch’, could this strategy actually bring the brand down or is Coles setting a new benchmark for Australian brands?
Companies are always seeking new ways to grow and expand but when brands start to develop a bigger range of products, there is a danger of stretching the brand too far. Extensions can have a knock on effect that confuses the brand’s identity, its customers and can potentially leave the brand open to attack from more focussed competitors.
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